The ad opens with a muscled black man in a prison cell reading a letter. "What up homie," it begins, before describing how "we got a hood snitch up in the pen. We gon' cut you loose like a noose." In the words of the commercial, "I ain't spittin, yo."

The joke is that the cliché-filled letter about "knocking boots with some hood rats" is narrated in an upper-crust English accent, as if the guy doing voiceovers for Grey Poupon stepped into the wrong sound booth. This is because the letter is typed in the Edwardian Script font, rather than handwritten by the writer himself with a Uni-ball pen.

The ad was made by the South African branch of TBWA Worldwide. The premise appears to be about the American racial stereotype of the gangsta, not something from South Africa's apartheid past.